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5.4 Limitations and Future Direction
Due to the limited time and length of the paper, this study has not included all of the social market features in the e-commerce platform. The six Shopee Taiwan app features chosen to examined in this study are all specifically mentioned to be related to their developments as a social marketplace in the recent news. However, it is clear that there should be more features which also carry the characteristics of social marketplace and thus could contribute to their users’ gratifications, satisfaction, and stickiness. Besides, this study is not able to find out and target the most used and gratifying features of the app since the statistics are confidential to the company. Therefore, the six features investigated in this study, including the features of subscriptions, chats, posts, games, quizzes, and live streams, might not be enough and also might not be considered to be the most important ones when it comes to researching the significance of social marketplace on users’ stickiness. And due to the narrow platforms of choice for convenience sampling, the majority of the respondents in this study were young females, which happened to fit the target audience profile of the Shopee Taiwan app. However, other types of consumers might perform differently. For example, although less people above the age of 35 have the habit of using e-commerce apps, they tend to contribute a higher amount of value with each order in average. That is to say, the attitudes and experiences of different groups of app users are also worth studying. Moreover, the results were influenced by the characteristics and consumer profile of Shopee Taiwan.
As mentioned above, with young females as the target audience, the social marketplace features developed by Shopee Taiwan and the gratifications obtained from them might
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only be influential to young females. In consequence, the conclusions of this study might not be fully applicable for other types of apps.
As a result, the future directions of related studies could be focusing on different social marketplace features with more usage percentages in the field of e-commerce to learn which characteristics could attract users’ attention the most. Also, future studies could be fixating on different groups of consumers to learn if there is any difference with the types of gratifications which could lead to users’ stickiness. And in addition to online shopping apps, the relationships between social marketplace features and users’
stickiness of other types of apps are also worth examined to understand the distinctions and similarities with the different target audience and business goals. Moreover, the connections between users’ stickiness with other consumers’ behaviors such as purchasing and word of mouth could be further studied to have deeper and more thorough insights of the app users nowadays.
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